I've discussed previously the fact that I sit squarely in the millennial category and I have to 100% agree that a brand which offers the world more than just profit reports, but actually gives back in any form - be that donating to charities on a regular basis, refraining from testing on animals or working to cancel out their carbon footprint. All these things entice me to buy from a brand as much as price and convenience. 

It's not just my generation however that find such things appealing. Over 90% of consumers expressed an increased willingness to buy from/ engage with brands who were more authentic - 90%! 

We are living more and more in a world where our surroundings and how we interact with them are equally as important as profits and losses. 

Here are the top 100 brands currently deemed the most authentic!